CX is a function, VML's Global Chief Experience Strategy Officer on Strategy and AI

Ben Geheb, Global Chief Experience Strategy Officer at VML, joins The Experience Edge to share hard-earned wisdom on making customer experience (CX) initiatives truly impactful. With experience serving major brands like Ford, Google, and New Balance, Ben offers a refreshing take on how to elevate CX beyond jargon and drive measurable value.

Beyond the journey buzzword

Ben starts by challenging our over-reliance on "journey" as a catch-all CX term. While customer journeys are useful frameworks, he emphasizes the need to clarify the specific decision or problem we're trying to solve. Are we identifying strategic growth opportunities? Pinpointing where to focus resources? The journey should facilitate action, not just be an end in itself.

Setting CX initiatives up for success

To distinguish good CX initiatives from ineffective ones, Ben outlines key elements:

• Clear objectives tied to business goals: With investments under scrutiny, CX must link directly to overarching organizational priorities.

• Defined success metrics: Establish measurement structures from the start.

• Action plan for implementation: "Strategies are only as good as the making that comes from them." Understanding how work actually gets done in your organization is crucial.

• Human-centered insights: Use frameworks like jobs-to-be-done to craft journeys that resonate.

• Alignment on the problem: Before jumping to solutions, ensure stakeholder agreement on what you're trying to solve.

Turning insights into action

Ben highlights the common struggle of moving from data and ideas to implementation. His approach varies based on the initiative:

• For ongoing optimization, bring channel owners together early to align on priorities.

• For major innovations, start with pilots to demonstrate value and reduce risk.

• When building new organizational muscles, focus on quick wins while planning for scale.

The key is creating "ceremonies" that unite siloed teams around common goals. By bridging the gaps between thinking, making, and scaling, CX leaders can drive meaningful change.

Ben's insights offer a roadmap for CX professionals looking to move beyond surface-level initiatives and create lasting business impact. His emphasis on clarity, alignment, and purposeful action provides a valuable blueprint for elevating the role of customer experience in any organization.

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